Getting Her Attention
Developing a social media marketing strategy may not be rocket science, but it’s not exactly easy, either. Marketers are often confused by how to start a marketing strategy and what types of goals and objectives to include. Every marketing strategy is unique, but creating one follows the same format. Here’s how to ensure that your social media marketing approach is as good as gold from day one.
Identify Your Business Goals
You can’t develop a strong strategy unless you have firm goals in place. Identify your business goals and how social media will help you reach them, such as increasing web traffic, boosting sales or cultivating new leads. To prevent spreading your time too thin, choose two main goals and two secondary goals to focus on. Make sure the goals are clearly defined and not ambiguous. Clear goals need to be coupled with unity. Social media is not just handled by one silo of your company but is a comprehensive campaign that requires all players to set aside departmental agendas and come together in a united manner. Clarity of goals will go a long way in bringing the team together.
Keep in mind that confused minds say “NO”.
Set Specific Marketing Objectives
You need to have specific parameters that indicate when you’ve reached your goal instead of leaving things vague. Establish what these goals are and how you can get there. For instance, if you want to bring in more leads, how many leads do you consider a success? Experts recommend using the SMART approach, which means that all objectives should be specific, measurable, achievable, relevant and time-bound. Don’t just establish metrics for success, but also metrics for change in tactics. Nothing will demotivate your team like being deeply committed to a losing tactic.
Knowing when to pivot is critical. Failing to pivot is deadly.
Determine the Ideal Customer
You probably hear a lot about identifying your customer. This is important because it helps you craft a marketing strategy that fits your typical buyer. What you should know about your audience includes their likes, dislikes, motivations, age and interests. With this data, you can target the right audience, at the right time and in the right place. Keep in mind also that sheep produce sheep. Look closely at your current customer base and start asking your team, “How do we turn our customers into advocates?” Starting with “Why they Buy” is critical and most companies will get that information usually through surveys, however most fail to ask “Why they Stay” and that lack of understanding will leave out a significant amount of data.
Don’t leave any data on the plate.
Choose Your Networks Wisely
Marketers are often unsure of which social media channels to use, and if it’s better to be on one of them or just a few. The best channels to be on include Facebook, Twitter, Google+ and LinkedIn, but many businesses can also benefit from YouTube, Pinterest and Instagram. Choose the channels where you’re most likely to find your audience, and channels that complement your business. Most digital marketing experts would say “B2B business = LinkedIn” but this formula only gets you so far. Let me offer a formula that you can build on.
B2B = LinkedIn = LSEO+Blog+YT+Tw+Graphics+Content+(a dash of my Secret Sauce)=$$$
Why would you spend marketing assets building a digital presence where you client doesn’t hang out? Granted if you have a Fortune 500 budget then act like it and own every part of the digital space, but most companies are fortunate if they even have a budget.
Start Small, Build Engagement, Scale Presentation, Relentlessly Focus on Customer.
Create a Content Strategy
Part of any social media marketing strategy is developing content. Determine the type of content you want to post, when you’ll post it and how often you’ll post. Utilize the benefits to each social network. You can post throughout the day on Twitter, whereas Sponsored Posts are best for Facebook. Also consider images, video and links that will drive more traffic and engagement in your content. Content is food for the brain. If you only know how to write one way then you will get boring real quick and your customers mind will want something else to eat. Add some spice and change up the menu, however make sure that content fits with the rest of the menu. I don’t want pizza when I go out for Chinese food, although I have seen it on a few buffets.
Think of content like a digital plate of intellectual deliciousness.
If you want help developing a digital strategy give me a call 607-428-0551 we can train your team or write it for you.